{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,28]],"date-time":"2026-03-28T00:41:14Z","timestamp":1774658474577,"version":"3.50.1"},"reference-count":65,"publisher":"Emerald","issue":"2","license":[{"start":{"date-parts":[[2020,1,2]],"date-time":"2020-01-02T00:00:00Z","timestamp":1577923200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["EBR"],"published-print":{"date-parts":[[2020,1,2]]},"abstract":"<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title>\n<jats:p>This paper aims to propose a dynamic and holistic framework that combines the brand portfolio audit with the brand architecture redesign.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title>\n<jats:p>Depicting from an extensive review on the frameworks of brand audit and brand architecture, a dynamic approach to brand portfolio audit and brand architecture strategy was developed, and later applied and tested in three B2B and B2C companies.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Findings<\/jats:title>\n<jats:p>The paper suggests an eight-step framework to guide practitioners when auditing a specific brand portfolio and designing a revised brand architecture strategy. Additionally, a Brand Audit Scorecard was developed to enable and sustain brand portfolio audits, divided into three dimensions (brand equity, brand contribution and strategic options).<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title>\n<jats:p>Further research should aim at testing the proposed framework in different types of companies and countries.<\/jats:p>\n<\/jats:sec>\n<jats:sec>\n<jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title>\n<jats:p>This paper contributes to the brand audit and brand architecture literature by proposing a holistic framework that is not static.<\/jats:p>\n<\/jats:sec>","DOI":"10.1108\/ebr-12-2018-0206","type":"journal-article","created":{"date-parts":[[2020,1,10]],"date-time":"2020-01-10T09:07:39Z","timestamp":1578647259000},"page":"181-210","source":"Crossref","is-referenced-by-count":14,"title":["A dynamic approach to brand portfolio audit and brand architecture strategy"],"prefix":"10.1108","volume":"32","author":[{"given":"Am\u00e9lia","family":"Brand\u00e3o","sequence":"first","affiliation":[]},{"given":"Jose Carlos C.","family":"Sousa","sequence":"additional","affiliation":[]},{"given":"Clarinda","family":"Rodrigues","sequence":"additional","affiliation":[]}],"member":"140","reference":[{"key":"key2020040309170284100_ref001","volume-title":"Managing Brand Equity","year":"1991"},{"key":"key2020040309170284100_ref002","volume-title":"Building Strong Brands","year":"1996"},{"key":"key2020040309170284100_ref003","volume-title":"Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage and Clarity","year":"2004"},{"issue":"10","key":"key2020040309170284100_ref004","first-page":"36","article-title":"Even brands need spring cleaning","volume":"45","year":"2004","journal-title":"Brandweek"},{"issue":"3","key":"key2020040309170284100_ref005","doi-asserted-by":"crossref","first-page":"6","DOI":"10.1177\/000812560404600301","article-title":"Leveraging the corporate brand","volume":"46","year":"2004","journal-title":"California Management Review"},{"issue":"4","key":"key2020040309170284100_ref006","first-page":"8","article-title":"The brand relationship spectrum: the key to the brand architecture challenge","volume":"42","year":"2000","journal-title":"California Management Review"},{"key":"key2020040309170284100_ref007","volume-title":"Brand Housing: Best Practice for Brand Architecture","year":"2011"},{"issue":"3","key":"key2020040309170284100_ref008","doi-asserted-by":"publisher","first-page":"264","DOI":"10.1108\/JCM-03-2017-2161","article-title":"A dualistic view of brand portfolios: the company\u2019s versus the customers\u2019 view","volume":"35","year":"2018","journal-title":"Journal of Consumer Marketing"},{"issue":"7\/8","key":"key2020040309170284100_ref009","doi-asserted-by":"crossref","first-page":"972","DOI":"10.1108\/03090560310477627","article-title":"Corporate brands: what are they? 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